Part 14 (2/2)
Page 67 customers could request . . . a quarter of soft drink sales: Greg Critser, Greg Critser, Fat Land: How Americans Became the Fattest People in the World Fat Land: How Americans Became the Fattest People in the World (Boston: Houghton Mifflin, 2003), 20-28. (Boston: Houghton Mifflin, 2003), 20-28.
Page 67 It was the same story at the 7-Eleven: Warner, ”Does This Goo Make You Groan?”; Francine R. Kaufman, Warner, ”Does This Goo Make You Groan?”; Francine R. Kaufman, Diabesity: The Obesity-Diabetes Epidemic That Threatens America-And What We Must Do to Stop It Diabesity: The Obesity-Diabetes Epidemic That Threatens America-And What We Must Do to Stop It (New York: Bantam, 2005), 152. (New York: Bantam, 2005), 152.
Page 67 ”The Beast”: Ellen Ruppel Sh.e.l.l, Ellen Ruppel Sh.e.l.l, The Hungry Gene: The Inside Story of the Obesity Industry The Hungry Gene: The Inside Story of the Obesity Industry (New York: Grove Press, 2002), 205. (New York: Grove Press, 2002), 205.
Page 67 With two-thirds of the fountain sales: Scott Leith, ”Fountain Sales Are a Weak Point for Coca-Cola,” Scott Leith, ”Fountain Sales Are a Weak Point for Coca-Cola,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, December 31, 2002.
Page 68 ”Bigger is better”: Hank Cardello, Hank Cardello, Stuffed: An Insider's Look at Who's (Really) Making America Fat Stuffed: An Insider's Look at Who's (Really) Making America Fat (New York: HarperCollins, 2009), 18-19. (New York: HarperCollins, 2009), 18-19.
Page 68 new 20-ounce bottle: Martha T. Moore, ”c.o.ke's Curvy Shape Is Back,” Martha T. Moore, ”c.o.ke's Curvy Shape Is Back,”USA Today, March 28, 1994.
Page 68 reversing years of discounts: Kent Phillips, ”Re-Profitizing the Industry,” Kent Phillips, ”Re-Profitizing the Industry,” Beverage World Beverage World, September 1996.
Page 68 ”Our goal was to make Coca-Cola ubiquitous”: Cardello, 134. Cardello, 134.
Page 68 ”We're putting ice-cold”: The Coca-Cola Company, Annual Report, 1997. The Coca-Cola Company, Annual Report, 1997.
Page 68 ”the most important meal of the day”: Chris Warren, ”Start the Day Right: Harness the Profit Potential of Breakfast,” Chris Warren, ”Start the Day Right: Harness the Profit Potential of Breakfast,” Refres.h.i.+ng News, Refres.h.i.+ng News, Spring/Summer 2006, Coca-Cola Food Service. Spring/Summer 2006, Coca-Cola Food Service.
Page 68 56.1 gallons . . . been in 1970: Marc Kaufman, ”Fighting the Cola Wars in Schools,” Marc Kaufman, ”Fighting the Cola Wars in Schools,” Was.h.i.+ngton Post Was.h.i.+ngton Post, March 23, 1999; Michael Jacobson, Liquid Candy: How Soft Drinks Are Harming Americans' Health, Liquid Candy: How Soft Drinks Are Harming Americans' Health, Center for Science in the Public Interest, 2005 (rev. ed.); Bill Lohmann, ”Soft Drinks Vie for Top Position,” United Press International, April 14, 1985. Center for Science in the Public Interest, 2005 (rev. ed.); Bill Lohmann, ”Soft Drinks Vie for Top Position,” United Press International, April 14, 1985.
Page 68 reclaimed 45 percent of the market: Frank Gibney, Jr., ”Pepsi Gets Back in the Game: The Company Is on the Rebound with a New Vision, and an Old Problem: c.o.ke,” Frank Gibney, Jr., ”Pepsi Gets Back in the Game: The Company Is on the Rebound with a New Vision, and an Old Problem: c.o.ke,” Time Time, April 26, 1999.
Page 69 more than $4 billion in net income: a.s.sociated Press, ”c.o.ke CEO Aims at 2B Servings Daily,” March 3, 1998. a.s.sociated Press, ”c.o.ke CEO Aims at 2B Servings Daily,” March 3, 1998.
Page 69 3,500 percent increase . . . $88 a share by 1998: Dean Foust, ”c.o.ke's Man on the Spot,” Dean Foust, ”c.o.ke's Man on the Spot,” BusinessWeek BusinessWeek, May 3, 1999.
Page 69 ”We don't know how”: Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders.” Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders.”
Page 69 c.o.ke's annual spending on advertising: Naomi Klein, Naomi Klein, No Logo: Taking Aim at the Brand Bullies No Logo: Taking Aim at the Brand Bullies (New York: Picador, 1999), 471. (New York: Picador, 1999), 471.
Page 69 alienating many: Hays, 123-124; Pendergrast, 400. Hays, 123-124; Pendergrast, 400.
Page 69 ”move the needle”: Zyman, 3-5, 118, 172. Zyman, 3-5, 118, 172.
Page 69 ”The sole purpose of marketing”: Zyman, 11. Zyman, 11.
Page 69 ”spending to sell” . . . ”we poured on more”: Zyman, 15. Zyman, 15.
Page 69 The domestic ad budget rose: Klein, Klein, No Logo, No Logo, 471. 471.
Page 70 It was Zyman's job: Zyman, 138. Zyman, 138.
Page 70 ”These are the consumers”: Zyman, 125. Zyman, 125.
Page 70 ”dimensionalizing”... at every occasion: Zyman, 124, 129. Zyman, 124, 129.
Page 70 compete for c.o.ke's vast advertising war chest: Zyman, 207. Zyman, 207.
Page 71 Hollywood powerhouse Creative Artists Agency: Naomi Klein, Naomi Klein, No Logo, No Logo, 59. 59.
Page 71 computer-generated family of polar bears: Matthew Grimm, ”c.o.ke Plans to Put Its Polar Bears to Work,” Matthew Grimm, ”c.o.ke Plans to Put Its Polar Bears to Work,” Adweek, Adweek, June 21, 1993; Dottie Enrico, ”c.o.ke's Polar Bear Is a Papa Bear,” June 21, 1993; Dottie Enrico, ”c.o.ke's Polar Bear Is a Papa Bear,” USA Today USA Today, December 8, 1994.
Page 71 Philip Morris cut the price . . . death knell for the brand: Klein, Klein, No Logo No Logo, 12-13.
Page 71 ”We are getting a b.u.m rap”: John Huey, ”The World's Best Brand CEO,” John Huey, ”The World's Best Brand CEO,” Fortune Fortune, May 31, 1993.
Page 71 companies that succeeded . . . top of her list: Klein, Klein, No Logo No Logo, 21.
Page 71 original World of Coca-Cola: Klein, Klein, No Logo No Logo, 29.
Page 72 worth more than a billion dollars: Hays, 170. Hays, 170.
Page 72 able to avoid paying: David Cay Johnston, David Cay Johnston, Perfectly Legal: The Covert Campaign to Rig Our Tax System to Benefit the Super Rich-and Cheat Everybody Else Perfectly Legal: The Covert Campaign to Rig Our Tax System to Benefit the Super Rich-and Cheat Everybody Else (New York: Portfolio, 2003), 51. (New York: Portfolio, 2003), 51.
Page 72 if anything, more relentless . . . ”From his earliest”: Hays, 31-34. Hays, 31-34.
Page 72 buying up any bottlers that were for sale: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 31-42.
Page 72 own 49 percent: Hays, 42. Hays, 42.
Page 72 forced the new bottling company: Hays, 52-53. Hays, 52-53.
Page 73 ”anchor bottlers”: Roberto C. Goizueta, ”The Emerging Post-Conglomerate Era: Changing the Shape of Corporate America,” January 1988. Roberto C. Goizueta, ”The Emerging Post-Conglomerate Era: Changing the Shape of Corporate America,” January 1988.
Page 73 rolled right off c.o.ke's books: Hays, 62. Hays, 62.
Page 73 ”new era in American capitalism”: Goizueta, ”The Emerging Post-Conglomerate Era.” Goizueta, ”The Emerging Post-Conglomerate Era.”
Page 73 force bottlers to buy syrup: Hays, 151. Hays, 151.
Page 73 ”marketing support”: Hays, 154. Hays, 154.
Page 73 enormous amounts of debt: Hays, 157. Hays, 157.
Page 73 ”iceman” . . . phones were tapped: Hays, 174-176. Hays, 174-176.
Page 73 ”360-degree landscape of c.o.ke”: Hays, 7. Hays, 7.
Page 73 ”What I always wonder”: Hays, 175. Hays, 175.
Page 74 all but howling along: Hays, 35. Hays, 35.
Page 74 c.o.ke showed no quarter: Hays, 190. Hays, 190.
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